IMPACT OF MARKETING AND COUNTRY ASPECTS ON SCUBA DIVING FOR TOURIST OUTCOMES: THE MEDIATING EFFECT OF SCUBA TOURISTS’ SATISFACTION AND THE MODERATING EFFECT OF MEMORABLE TOURISM EXPERIENCE IN CHINA
DOI:
https://doi.org/10.33736/ijbs.12835.2026Keywords:
Scuba Diving, Tourist Outcomes, Scuba Diver Satisfaction, Memorable Tourism Experience, Marketing Aspects, Sustainable Tourism, SDG 8, SDG 12, SDG 14, Marine Tourism DevelopmentAbstract
This study explores the impact of marketing and country-specific aspects on scuba diving-related tourist outcomes in China, focusing on the mediating role of scuba divers’ satisfaction and the moderating effect of memorable tourism experiences in Sanya, China. Data were collected from 385 international scuba tourists using purposive sampling. Structural equation modeling via Smart PLS 4 was employed to assess how marketing elements such as advertisements and brand image, as well as country-specific factors, shape scuba diver satisfaction. Results reveal that while marketing and national attributes positively influence satisfaction, factors like price, safety, security, and accessibility show no significant impact. Additionally, scuba divers' satisfaction mediates the relationship between Scuba tourists’ Recommendation Intentions and revisit intentions. However, memorable tourism experiences do not moderate the link between satisfaction and Scuba tourists’ Recommendation Intentions. These findings contribute to sustainable tourism development (SDG 8), advocate for responsible tourism marketing (SDG 12), and support marine-based tourism aligned with conservation principles (SDG 14). The research contributes to the importance of sustainable marine tourism by focusing on the advertisements, brand image, and country knowledge that can motivate scuba diving operators, companies, managers and policymakers to attract scuba tourists.
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